摘要:随着社会商品经济的不断发展，市场的竞争激烈和消费者不断变换的需求使得营销活动的开展变得越来越艰难。如何吸引更多的消费者并影响消费者的购买行为变成了很多企业在营销活动中的一个大难题。而文化营销就是基于在这样的情况产生的，并以其强大的差异性，低成本和不断创新不可模仿的的文化内容让企业在市场中独树一帜，而且还能使企业克服文化的差异在国际经营活动中占据有利地位。
本文在对文化营销的提出背景进行深入分析后，提出比较全面的文化营销的概念及涵义特点，探讨文化营销研究现状，分析国内外学者对文化营销观念的理解。我们从文化营销的适用范围和应用现状到分析文化营销所存在的主要问题和针对这些问题提出解决方法进行论述，较全面的解读文化营销。
关键词：市场营销 文化 文化营销
ABSTRACT:With the continuous development of commodity economy, society, market competition and the changing needs of consumers makes marketing activities have become more and more difficult. How to attract more consumers and affect consumer buying behavior becomes a lot of business in the marketing activities of a major problem. The cultural marketing is based in this case generated, and its strong differences, low-cost and innovative inimitable cultural content so that enterprises in the marketplace, but also enable enterprises to overcome cultural differences in international business activities in a favorable position.
In this paper, the proposed marketing of cultural background in-depth analysis put forward a more comprehensive cultural marketing concepts and context characteristics, explore cultural marketing research, analyzes domestic and foreign scholars and cultural understanding of marketing concepts. Our cultural marketing from the scope and application status to the analysis of cultural marketing are the main problems and propose solutions to address these issues are discussed, a more comprehensive interpretation of cultural marketing.
Keywords：Marketing；Culture；Cultural marketing
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